1. What is big data ?
Big data is an evolving term that describes any voluminous amount of structured, semi-structured and unstructured data that has the potential to be mined for information. Although big data doesn't refer to any specific quantity, the term is often used when speaking about petabytes and exabytes of data. (Margaret Rouse)
"Big Data refers to the massive amounts of data that collect over time that are difficult to analyze and handle using common database management tools. Big Data includes business transactions, e-mail messages, photos, surveillance videos and activity logs (see machine-generated data). Scientific data from sensors can reach mammoth proportions over time, and Big Data also includes unstructured text posted on the Web, such as blogs and social media." Cited from the pcmag encyclopedia
2. How and when a company should use media agencies ?
Normally they use media agencies when they dont know how it works or because they are out of inspiration.
In 2008 and 2009, Social Media Consultants were in fairly high demand, especially the more well-known and established ones. Companies were realizing that they needed to start using Social Media as a way to listen to and connect with their customers,
· What are different the differents media / channels used by a company ?
· What are the main characteristics of each one ?
Media serves as the Means of Communication, while Channel refers to the Means of Transmission of the message between a sender and a receiver (or audience). A Sender conveys his/her Message to the Receiver By some media (i.e. written, oral or verbal medium), Over some channel (i.e. electronic means, printed media or air). (Qasim Ali Khan)
Media :
Internet-
TV
Radio
Channels :
Facebook
Youtube
Instagram
Twitter
Newspaper
Email
Big data is an evolving term that describes any voluminous amount of structured, semi-structured and unstructured data that has the potential to be mined for information. Although big data doesn't refer to any specific quantity, the term is often used when speaking about petabytes and exabytes of data. (Margaret Rouse)
"Big Data refers to the massive amounts of data that collect over time that are difficult to analyze and handle using common database management tools. Big Data includes business transactions, e-mail messages, photos, surveillance videos and activity logs (see machine-generated data). Scientific data from sensors can reach mammoth proportions over time, and Big Data also includes unstructured text posted on the Web, such as blogs and social media." Cited from the pcmag encyclopedia
2. How and when a company should use media agencies ?
Normally they use media agencies when they dont know how it works or because they are out of inspiration.
In 2008 and 2009, Social Media Consultants were in fairly high demand, especially the more well-known and established ones. Companies were realizing that they needed to start using Social Media as a way to listen to and connect with their customers,
· What are different the differents media / channels used by a company ?
· What are the main characteristics of each one ?
Media serves as the Means of Communication, while Channel refers to the Means of Transmission of the message between a sender and a receiver (or audience). A Sender conveys his/her Message to the Receiver By some media (i.e. written, oral or verbal medium), Over some channel (i.e. electronic means, printed media or air). (Qasim Ali Khan)
Media :
Internet-
TV
Radio
Channels :
Youtube
Newspaper
Stephen Waddington
3. How to collect and analyse media habits ?
· What are the ethical and legal issues related to data collection ?
- Privacy isn’t dead; it’s just another word for information rules. Private doesn’t always mean secret. Ensuring privacy of data is a matter of defining and enforcing information rules – not just rules about data collection, but about data use and retention. People should have the ability to manage the flow of their private information across massive, third-party analytical systems.
- Shared private information can still remain confidential. It’s not realistic to think of information as either secret or shared, completely public or completely private. For many reasons, some of them quite good, data (and metadata) is shared or generated by design with services we trust (e.g. address books, pictures, GPS, cell tower, and WiFi location tracking of our cell phones). But just because we share and generate information, it doesn’t follow that anything goes, whether we’re talking medical data, financial data, address book data, location data, reading data, or anything else.
- Big data requires transparency. Big data is powerful when secondary uses of data sets produce new predictions and inferences. Of course, this leads to data being a business, with people such as data brokers, collecting massive amounts of data about us, often without our knowledge or consent, and shared in ways that we don’t want or expect. For big data to work in ethical terms, the data owners (the people whose data we are handling) need to have a transparent view of how our data is being used – or sold.
- Big Data can compromise identity. Privacy protections aren’t enough any more. Big data analytics can compromise identity by allowing institutional surveillance to moderate and even determine who we are before we make up our own minds. We need to begin to think about the kind of big data predictions and inferences that we will allow, and the ones that we should not.
4. How to make a media plan ? (different steps)
· Examples of a media plan
The standard media plan covers four stages: (a) stating media objectives; (b) evaluating media; (c) selecting and implementing media choices; and (d) determining the media budget.
Stating Media Objectives
Media objectives are normally stated in terms of three dimensions:
Evaluating Media
There are definite inherent strengths and weaknesses associated with each medium. In addition, it would require extensive primary research, either by the sponsoring firm or their advertising agency in order to assess how a particular message and the target audience would relate to a given medium. As a result, many advertisers rely heavily on the research findings provided by the medium, by their own experience, and by subjective appraisal.
Selection and Implementation
The media planner must make media mix decisions and timing directions, both of which are restricted by the available budget. The media mix decision involves putting media together in the most effective manner. This is a difficult task and necessitates quantitatively and qualitatively evaluating each medium and combination thereof.
Unfortunately, there are very few valid rules of thumb to guide this process, and the supporting research is spotty at best. For example, in attempting to compare audiences of various media, we find that A C Nielsen measures audiences based on TV viewer reports of the programs watched, while outdoor audience exposure estimates are based on counts of the number of automobile vehicles that pass particular outdoor poster locations.
The timing of media refers to the actual placement of advertisements during the time periods that are most appropriate, given the selected media objectives. It includes not only the scheduling of advertisements but also the size and position of the advertisement.
Setting the Media Budget
The media budget is a subset of the advertising budget, and the same methods used to create advertising budget will be used to create the media budget.
In general, remember that:
Media outlets which deliver messages involving multiple senses (sight, sound, touch, and smell) will be more expensive than those involving just one sense (sound). The quality expectations of the media outlet will influence the cost. For example, the quality of ads for national television stations tend to be higher than those for local outlets. Creating a text ad on the Internet, however, can be free or cost next to nothing.
Source: Boundless. “Create a Media Plan.” Boundless Marketing. Boundless, 14 Nov. 2014. Retrieved 01 Apr. 2015 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/the-advertising-campaign-88/create-a-media-plan-441-7612/
Stating Media Objectives
Media objectives are normally stated in terms of three dimensions:
- Reach: The number of different persons or households exposed to a particular media vehicle or media schedule at least once during a specified time period.
- Frequency: The number of times within a given time period that a consumer is exposed to a message.
- Continuity: The timing of media assertions (e.g., 10% in September, 20% in October, 20% in November, 40% in December and 10% the rest of the year).
Evaluating Media
There are definite inherent strengths and weaknesses associated with each medium. In addition, it would require extensive primary research, either by the sponsoring firm or their advertising agency in order to assess how a particular message and the target audience would relate to a given medium. As a result, many advertisers rely heavily on the research findings provided by the medium, by their own experience, and by subjective appraisal.
Selection and Implementation
The media planner must make media mix decisions and timing directions, both of which are restricted by the available budget. The media mix decision involves putting media together in the most effective manner. This is a difficult task and necessitates quantitatively and qualitatively evaluating each medium and combination thereof.
Unfortunately, there are very few valid rules of thumb to guide this process, and the supporting research is spotty at best. For example, in attempting to compare audiences of various media, we find that A C Nielsen measures audiences based on TV viewer reports of the programs watched, while outdoor audience exposure estimates are based on counts of the number of automobile vehicles that pass particular outdoor poster locations.
The timing of media refers to the actual placement of advertisements during the time periods that are most appropriate, given the selected media objectives. It includes not only the scheduling of advertisements but also the size and position of the advertisement.
Setting the Media Budget
The media budget is a subset of the advertising budget, and the same methods used to create advertising budget will be used to create the media budget.
In general, remember that:
Source: Boundless. “Create a Media Plan.” Boundless Marketing. Boundless, 14 Nov. 2014. Retrieved 01 Apr. 2015 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/the-advertising-campaign-88/create-a-media-plan-441-7612/
Sources
http://mackcollier.com/cost-of-social-media-in-2012/
http://www.answers.com/Q/Difference_between_medium_and_channels_in_communication_process
http://wadds.co.uk/2012/10/30/the-characteristics-of-the-main-social-networks/
http://blissfullydomestic.com/life-bliss/20-reasons-small-businesses-should-use-social-media/7414/
http://www.inc.com/inc5000/list/2014/industry/media/
http://fortune.com/2014/01/16/social-media-superstars-2014-fortunes-best-companies-to-work-for/
http://smallbusiness.chron.com/characteristics-marketing-channels-25884.html
http://wadds.co.uk/2012/10/30/the-characteristics-of-the-main-social-networks/
http://en.wikipedia.org/wiki/Web_analytics
http://www.opentracker.net/article/definitions-big-data
http://mackcollier.com/cost-of-social-media-in-2012/
http://www.forbes.com/sites/oreillymedia/2014/03/28/whats-up-with-big-data-ethics/
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/the-advertising-campaign-88/create-a-media-plan-441-7612/